Many digital marketers on both the agency and brand sides know their way around their Google Analytics implementations. Answering questions like "How many organic conversions you received in the past month"? and "What are your top trafficked pages?" are great questions the Google Analytics’ UI can help you answer.
To take your skills to the next level, I’ve outlined various Google Analytics features and best practices below you can use to gain deeper insights into your users behavior and arm yourself with more reliable data while following industry best practices.
Topics we'll cover include:
- Setting Up Site Search
- Linking Google Search Console
- Dashboard Triggers
- Leveraging Views
So, without any further adieu, let's dive in and get you some real data...
Setting Up Site Search
Assuming your website has a search bar, the first step to see if your tracking this already is by navigating within Google Analytics to Behavior > Site Search > Overview. If if see metrics, great! If not, here’s how you can get this set up.
- Submit a test query on your search bar and review the URL on the search results page
- Find the term you searched within the URL and identify the query parameter that precedes your query (Ex. www.example.com/catalogsearch/result/?q=test). In this example, the query parameter you are looking for is “q”
- Navigate to Admin > View Settings > Toggle “Site Search Tracking” to On
- Enter your query parameter into the textbox self-titled Query Parameter and click Save
- Give your website a few days to collect data
Site search is great for many reasons. One of my favorite ways of leveraging this data is identifying trends in your user's on-site search behavior and leveraging that to either build out new pages, expand content or update your website navigation. One type of query I’ve found in more than one occasion has to do with shipping. Users are looking for this information because it’s not readily accessible.